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Fairy broke the GUINNESS WORLD RECORDS title for the largest cake sculpture to raise funds for its long-term charity partner Make-A-Wish at Westfield London from Friday, November 28 to Sunday November 30 2014. TV favourite Amanda Holden revealed the launch. Supporting Fairy’s epic challenge was an interactive game and out of home campaign planned by Starcom MediaVest and created by Grey London. The campaign, exclusive to Westfield London on Ocean’s Eat Street @ Westfield London, invited people to help Fairy in its gigantic clean up challenge. Players outside Westfield London were invited to compete against each other to locate golden coins hidden amongst a series of dirty plates that they needed to wipe clean. Up to three individuals could play against each other using iPads connected to the full motion digital screen. The total amount raised for Make-A-Wish was recorded by a giant totaliser featured on the digital screen at the main entrance to Westfield London, which broadcasted individual messages of congratulations to the winning players, asked shoppers to text a number to donate £3, and invited everyone to head into the shopping centre for a real slice of the action. Fairy’s campaign also featured across nine other Ocean screens across London, Birmingham, Manchester and Bristol. Via: Ocean Outdoor

Posterscope has appointed Starcom MediaVest Group marketing and communications director Gill Huber to the newly created post of group communications director. She will lead communications strategy across the out-of-home company’s three brands, Posterscope UK, PSI and psLive. Huber spent 11 years at Starcom rising to her current role from her current position from her post as business director at the agency. Prior to Starcom she worked at OMD and BBJ. Huber said: “Posterscope UK, PSI and psLive are delivering some of the most exciting, game-changing campaigns across the globe, so aligning communications across each brand will be vital as the group enters its next phase of growth.” Annie Rickard, chief executive of Posterscope, said: “This newly created role marks the next stage in Posterscope’s evolution. Gill’s extensive experience aligning media and communications strategy across multiple markets makes her an invaluable leader as we grow our global footprint.” Huber will join Posterscope in August. Via: M&M Global